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Positioneringsbeslutsmodellen: För ett litet B2B företag
University of Kalmar, Baltic Business School.
University of Kalmar, Baltic Business School.
University of Kalmar, Baltic Business School.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this essay is to analyze theories about positioning that will create an image of the positioning process, which we later on shall benchmark with other companies way to position their brand. By this, we want to obtain a well-documented work on how Luma Metall AB should work with the positioning on its brand in the future. This essay is based on a qualitative method that is characterized by an abductive approach. The empirical materials we have gathered through interviews with 5 selected persons that are well experienced on the subject have given us important information. We have come to a conclusion how a small company in a B2B market can position itself. With support of theoretical and empirical studies we have created a model for positioning decisions that shows how a company with these criteria can proceed. We have also come to a conclusion about which type of marketing communication channels that are most efficient for a small company in a B2B market. The essay final chapter is based on our own thoughts and ideas, also the material that we collected from our interviews that we have presented in the chapter empirical and theoretical analysis.

Place, publisher, year, edition, pages
2009. , p. 64
Keywords [sv]
Positionering, Marknadskommunikation, B2B marknad, Identitetskapande
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hik:diva-2349OAI: oai:DiVA.org:hik-2349DiVA, id: diva2:275216
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2009-11-04 Created: 2009-11-04 Last updated: 2010-03-10Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf